Transcript http://www.ukoln.ac.uk/web-focus/events/workshops/sca-seo-20090629/ Using the Social Web to Maximise Access to your Resources: Challenges In Making Use of the Social Web Brian Kelly UKOLN University of Bath Bath, UK Acceptable.

http://www.ukoln.ac.uk/web-focus/events/workshops/sca-seo-20090629/
Using the Social Web to Maximise Access to your Resources:
Challenges In Making Use
of the Social Web
Brian Kelly
UKOLN
University of Bath
Bath, UK
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D
Your Views
What do you think are the main challenges in
exploiting the Social Web to enhance access
to your resources and services?
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The Challenges
You
Colleagues
Unconvinced
ROI (demonstrate/
maximise?
Lack of resources
Firewalls
No time
Sustainability
Interoperability
Challenges
Limited
Understanding
No support from
management
Technical Issues
It’s “my” space
Concerns
Doing it
ethically
It’s a Social
(not work) Web
Branding,
editorial control
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Deployment Strategies
Interested in using Social Web in your organisation?
Worried about corporate inertia, power struggles, etc?
There’s a need for a deployment strategy:
• Addressing business needs
• Low-hanging fruits
• Observe emerging best practices
• Encouraging the enthusiasts (don’t get in the way)
• Staff training & development
• Address areas you feel comfortable with
• Impact analysis and assessment
• Risk and opportunity management strategy
• Accept that you won’t do it
• …
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You Don’t Need To Blog!
Perhaps blogging &
twittering (and speaking at
conferences) is best left to
those with a passion for
user engagement?
Suggestions:
• Encourage the
enthusiast
• Lightweight
bureaucracy: “Don’t be
stupid”, emerging
patterns of Twitter
usage
,…
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What You (Maybe) Shouldn’t Do
Aim: Maximise traffic
Approach: Use “Topless Swedish Model” in title
Comment: But you may wish to use humour, puns, …
So be honest in your reporting.
Aim: Maximise comments
Approach: Misspell people’s names in order to get
then to respond (and then say thanks)
Comment: But you may make spelling mistakes. Again
be honest in your reporting.
Aim: Maximise traffic
Approach: Run an automated tool over site.
Comment: But you may wish to use such tools. Again
be
honest in your reporting.
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You Might Need a ‘Policy’
Dangers:
• A policy is bureaucratic,
• Fails to understand new technologies
• …
Dangers of no policy:
• Over-the-top
reaction
A lightweight policy:
• Mosman Council page describes “who is tweeting
on behalf of the Council (the web team based at
the Library); why they are doing it; their reply
policy and how to stop them following you”
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Return On Investment
Justifying ROI
• What’s the purpose of the Social Web service:





Dissemination
Remember 1-9-90 ‘rule’
Engaging with users
Reflective thinking
Providing opportunity for comment
…
Maximising ROI
• Timeliness
• Appropriateness
• Challenging
publishing
assumptions
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Tuesday post
Monday post
Saturday
post
Friday post
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“It‘s My Space”
“Can you send this message
on your list?”
“Can you mention it in your
blog?”
NB Happy to
mention Oxford’s
“Wall of 100 Faces”
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Get your students to
say how great the
Uni is and make
interface attractive
and appealing
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My Political Views
A poll carried
out by the Daily
Mail on 19 June
2009
Surprised by results?
A triumph for the liberal intelligentsia on
Twitter? Echoes of public protests in
dictatorships.
But what if I had been promoting the BNP?
(Note the
wording in my tweet)
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Influencing & Observing
The Daily Mail hid the
results
Blog post published
on activism & ethics
• Encouraging votes
• Multiple votes
• Citing tweets
• Capturing images
of tweets and
Twitterers
Opportunity to analyse influence in social networks –
but
isofthis
ethical?
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Dodgy Use of Twitter
Habitat:
• Monitor ‘trending’
Twitter hashtags
• Publish advertising
tweets with these
hashtags
Including:
• Hashtag about
Iranian elections!
How do we ensure we use
SNs in ethical way? Do we
simply avoid their
use?
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What About Metrics?
Martin Wellers blog post on
“Connections versus Outputs”
on impact in Social Web
Lists in 'distance learning‘ of:
• Top influencers
• Sites/people have a high
level of 'hubness‘
("characteristic of
disproportionately linking
to those who are
authoritative on a given
topic“)
But how reliable is this?
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Risk Management
JISC infoNet Risk Management infoKit:
“In education, as in any other environment, you can’t
decide not to take risks: that simply isn’t an option in
today’s world. All of us take risks and it’s a question of
which risks we take”
Examples of people who are likely to be adverse stakeholders:
• People who fear loss of their jobs
• People who will require re-training
• People who may be moved to a different department /
team
• People .. required to commit resources to the project
• People who fear loss of control over a function or
resources
• People who will have to do their job in a different way
• People who will have to carry out new or additional
functions
• ofPeople
havemanagement
to use a new technology
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Critical Friends / Friendly Critics
JISC U&I
programme is
encouraging
establishment of
“Critical Friends”
<http://dev8d.jiscinvolve.org
/2009/02/10/>
Paul Walk (UKOLN)
was described as a
‘critical friend’ of
JISC
See <http://critical-friends.org/>
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Phil Bradley’s post
provided a similar role
– and CILIP responded
accordinglywww.ukoln.ac.uk

Towards a Framework
Biases
• Critical friends
• Application to
existing
services
• Application to
in-house
development
•…
See blog post on
Critical Friends,
Friendly Critics
(and Hostile
Opponents!)
Intended
Purpose
Benefits
(various
stakeholders
Risks
(various
stakeholders
Missed Opps.
(various
stakeholders
Costs
(various
stakeholders
Subjective factors
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• Sharing
experiences
• Learning from
successes
& failures
• Tackling biases
•…
“Time To Stop Doing and Start
Thinking: A Framework For
Exploiting Web 2.0 Services”,
Museums & the Web 2009
conference
Note also JISC’s
Scenario Planning
work
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Using The Framework
Twitter for individuals Organisational Fb Page
Community
support
Rapid
feedback
Justify ROI
Org. brand
Communitybuilding
Low?
Intended
Purpose
Benefits
(various
stakeholders
Risks
(various
stakeholders
Missed Opps.
(various
stakeholders
Costs
(various
stakeholders
Critical Friends /
Friendly Critics
• UKOLN blogs
Large
• Email list
audiences
discussions
Learning
Ownership,
• Many blogs
privacy, lock-in
Engaging with a
Twitter
Marketing
community
opportunity
• Conferences
Low?
• Papers
•…
Marketing
events,…
Note personal
biases!
Use
of approach in two scenarios: CILIP use of Twitterwww.ukoln.ac.uk
& Facebook
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Conclusions
Acknowledgments to Michael Edson for the Web Tech Guy and Angry
www.ukoln.ac.uk
Staff Person post / comic strip
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